Arts of Persuasion

Transfer or Association Linking a person, product, or idea with something that already has positive or negative connotations in the audience's mind. The goal is to transfer those existing feelings and associations to the new target.

Bandwagon A method that encourages people to adopt a belief or behavior because "everyone else is doing it." It exploits the human tendency to conform and follow the crowd.

Identification / Plain Folks Used to convince the audience that ideas are good because they come from common, everyday people. Note the use of what would have been considered a 'common' citizen at the time, though this representation would not be considered inclusive or representative of many groups today.

Transfer or Association Linking a person, product, or idea with something that already has positive or negative connotations in the audience's mind. The goal is to transfer those existing feelings and associations to the new target.

Patriotic Appeal Invokes love of country and national pride to encourage support for a cause or action.